Аннотация
Purpose This study aims to explore and understand the role of word-of-mouth (WOM), including electronic WOM (e-WOM), in healthcare services through social identity theory. Design/methodology/approach A qualitative approach was adopted based on semi-structured interviews with patients in healthcare units. In total, 36 interviews were conducted between March and April 2022. The interviews were transcribed following the principles of thematic saturation and analysed using the software NVivo 12.0. Findings The findings were divided into two domains: pre- and post-consumption. During pre-consumption, e-WOM influenced the creation of the hospital’s brand image, which affected the patients’ expectations before their visit. During post-consumption, the patients can generate e-WOM, and its valence represents their overall experience. Practical implications Strategic attention to customer-centricity and skilful use of e-WOM is essential in the healthcare business. By incorporating these strategies into a strategic framework, healthcare organisations can successfully enhance their brand image, foster patient loyalty and consequently gain a competitive advantage in the industry. Originality/value This study is distinctive for thoroughly investigating e-WOM in healthcare, exploring both the pre-and post-service consumption phases through qualitative analysis. This study adopts a relatively novel approach by applying social identity theory within the healthcare context to explore patient affiliation with healthcare brands and institutions.